mlsmm2131  2019-2020  Mons

Note from June 29, 2020
Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
5 credits
30.0 h
Hazée Simon;
Retailers play an important role in the distribution chain; they are the last link between producers and end consumers. Retailing is basically where supply literally meets demand. The objective of this course is to understand the realities of traditional retailing and its evolutions, particularly related to new distribution channels. Omnichannel is indeed increasingly important and fundamentally changes the way companies distribute their products and interact with consumers. Effective management of "omnichannel retailing" is now an essential source of value and can represent a significant competitive advantage in the modern market.
In this context, this course focuses on the following key strategic and operational decisions that retailers face on a daily basis:
  • developing effective omnichannel distribution strategies,
  • implementing these strategies through a coherent "retailing mix" (e.g., merchandise management, store location, servicescape),
  • building lasting relationships with both suppliers and customers, and
  • making the customer experience as qualitative and fluid as possible, regardless of the channel used.
Teaching methods
The course alternates theoretical lectures (by both the teacher and students), practical exercises, case studies, field observation, and guest lectures by practitioners.

The student is required to carry out preparatory work, prior to some sessions.

Sessions are mainly face-to-face.
Evaluation methods
The final evaluation is based on:
  • written, individual exam (70% of the final grade)
  • group work on the analysis, presentation and illustration of a scientific article related to "retailing" (10% of the final score)
  • case study, by group (20% of the final score)
Online resources
Moodle (Student Corner)
Support de cours / Course material:
Le matériel pédagogique, mis à disposition des étudiants sur Moodle (Student Corner), inclut :
  • Slides PowerPoint (disponibles après la séance concernée)
  • Articles scientifiques
  • Cas d’entreprise
Références bibliographiques (liste non exhaustive) / Bibliography:
Livres (lecture conseillée mais non obligatoire / recommended readings, yet not mandatory)
  • Palmatier, R., Stern, L., and El-Ansary, A. (2019), “Marketing Channel Strategy: An Omni-Channel Approach”, 9th ed., Routledge.
  • Levy, M., Weitz, B., and Grewal, D. (2018), “Retailing Management”, 10th ed., McGraw-Hill Education.
  • Laudon, K., and Traver, C.G. (2019), “E-commerce: Business, Technology, and Society”, 15th ed., Pearson Education.
Articles scientifiques (disponibles sur Moodle)
  • Rapp, A., et al. (2015), “Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance”, Journal of Retailing, 91(2), 358–369.
  • Bleier, A., Harmeling, C., and Palmatier, R. (2019), “Creating effective online customer experiences”, Journal of Marketing, 83(2), 98-119.
  • Fisher, M. L., Gallino, S., & Xu, J. J. (2019), “The value of rapid delivery in omnichannel retailing”, Journal of Marketing Research, 56(5), 732–748.
  • Gensler, S., et al. (2012), “Understanding consumers’ multichannel choices across the different stages of the buying process”, Marketing Letters, 23(4), 987-1003.
  • Herhausen, D., Binder, J., Schoegel, M., and Herrmann, A. (2015), “Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration”, Journal of Retailing, 91(2), 309–325.
  • Li, H., and Kannan, P.K. (2014), “Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment”, Journal of Marketing Research, 51(1), 40-56
  • Lemon, K. and Verhoef, P. (2016), “Understanding Customer Experience Throughout the Customer Journey”, Journal of Marketing, 86 (November), 69-96.
  • Petersen, J. A., et. al. (2009), “Choosing the Right Metrics to Maximize Profitability and Shareholder Value”, Journal of Retailing, 85(1), 95-111.
  • Sa Vinhas, A., et al. (2010), “Channel design, coordination, and performance: Future research directions”, Marketing Letters, 21(3), 223-237.
  • Van Bruggen, G. H., et al. (2010), “Managing Marketing Channel Multiplicity”, Journal of Service Research, 13(3), 331-340.
  • Vinas, A. S., and Anderson, E. (2005), “How Potential Conflict Drives Channel Structure: Concurrent (Direct and Indirect) Channels”, Journal of Marketing Research, 42(4), 507-515.
  • Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010), “Crafting integrated multichannel retailing strategies”, Journal of Interactive Marketing, 24(2), 168-180
Faculty or entity

Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Master [120] : Business Engineering

Master [120] : Business Engineering

Master [60] in Management

Master [120] in Management

Master [120] in Management